Dive Brief:
- Taco Bell, part of Yum! Brands, is putting a spotlight on consumer creativity with the introduction of Fan Style, which encourages the creation, naming and sharing of custom orders, according to a press release.
- In the Taco Bell app, users will be able to create and name their order, as well as generate a shareable graphic. Users who share a graphic and link for others to order through will receive rewards. A dedicated page in the Taco Bell app will keep track of how many times individual creations have been ordered.
- To push the activation beyond the app, consumers will have the chance to advertise their Fan Style on real-life billboards, sky banners and other mediums for free. The one-time drop of free ad inventory will be made available via the app on July 29 from 2-5 p.m. PT.
Dive Insight:
With fast food “hacks” taking over social media, Taco Bell is encouraging fans to get creative with orders. The chain also wants to make it easy for customers to share their creations via an activation that puts a heavy emphasis on mobile ordering and rewards.
Fan Style takes user-generated content and integrates it with advertising and mobile ordering. For each custom creation sold, the creator will receive the monetary value of the order in rewards. Later in the year, select custom items will make their way onto the national menu for a limited time. Customer orders will be judged on flavor, creativity, name appeal and operational feasibility, among other factors.
Mobile apps have become a major part of the fast food experience. QSR chains have increasingly turned to apps for the implementation of loyalty programs, which help keep consumers coming back during turbulent economic times.
Once known for standard, quick food, many QSRs have made customizability a cornerstone of the consumer experience. Burger King has focused on customization as a strategy for years in an effort to stand out from other burger chains. The demand for personal interactions is helping drive more customizable brand experiences.
Yum! Brands saw a first quarter of 2025 revenue increase of 11.83% year-over-year to $1.79 billion. During an earnings call, executives discussed Taco Bell’s accelerated digital momentum and advertising efforts. Additionally, the chain’s U.S. in-store sales grew 9%.
